Normals in 3d are vectors that should be perpendicular to the face the vertex is sitting on, the information is used by interpolation shading techniques like Phong shading to define how the mesh should be illuminated.
A "bad" normal is when you get a normal that is not angled correctly and you get incorrect shading on that face.
You can't "make" a bad normal because they are generated by the 3d modeling software automatically, most commonly a bad normal in wc3 is made because the 3d model in max uses multiple normals on a vertex, but because wc3 uses per-vertex normals they get averaged into one and it ends up looking wrong.
Unity also has per-vertex normals.
Max has a number of normal editing tools, but they are useless for wc3 application seeing how no normal information is converted into wc3. (unless that has been changed in dex2, which might have been considering it now saves smoothing groups ?)
You can also use mdlvis which does a piss poor job at it and usually messes up your normals instead. (and is generally just awful, as it only allows you to manually rotate normals or average normals in one direction without thresholds)
In max you can go to edit normals and select all of them and hit "unify" that is usually how they will look like when converted into wc3.